Who you sell to, and why they care

Positioning and messaging

Making a buyer understand in one sentence why you exist and why you are the one to pick.

Level All Breaking into GTM Doing the work Leading a GTM team How the best do it
Market All India Global
Who's asking Everyone Founder doing GTM Founding AE Growth and demand gen Product marketer Sales leader Agency or consultant

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How do the best B2B companies get positioning agreed when product, sales and the founders all disagree? They stop arguing about opinions and go find the buyer's view, because the only competitive alternative that matters is the one the prospect would ... How the best do it 4 resources → A big share of our losses are to nobody at all. How do the best companies write and sell against doing nothing? First split the two things hiding behind no decision. Some buyers genuinely prefer the status quo and need the cost of staying put made concrete an... How the best do it 4 resources → We pivoted, but the market still knows us for the old thing. How do we reposition without losing the customers we already have? Repositioning is not a rebrand, it is telling people which shelf you are on now, and you will have to say it far more often than feels dignified be... How the best do it 5 resources →
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